“While the second quarter’s 15-percent growth rate couldn’t quite match the
especially high growth rate from the first quarter, it was nevertheless almost four times higher than the growth in overall consumer spending, a sign of continued strength in the e-commerce
channel,” Fulgoni said.

That said, while e-commerce remains strong, comScore is taking a cautious view of the second half of the year in light
of renewed signs of economic uncertainty, along with a stubbornly high unemployment rate.

In fact, consumer perception of the economy has recently
deteriorated, with 56% now viewing economic conditions as poor -- up from a level of 49% three months ago, Fulgoni pointed out.

“So, even as
commerce increasingly shifts to the online channel, any significant future pullback in overall consumer spending could dampen the strong double-digit growth rates we’ve been experiencing for the
year-to-date,” he added.

During the quarter, the top-performing online product categories included digital content and
subscriptions; consumer electronics; flowers, greeting sand gifts; computer hardware; and apparel and accessories. Each of these categories grew at least 16% year-over-year.

Also of note, 42% of e-commerce transactions included free shipping, representing a seasonal pullback from 52% during the fourth quarter of last year.